Home Press release Rapidly Expanding Consumer Products Company and tonies® Inventor, Boxine, Selects PTC FlexPLM®

Rapidly Expanding Consumer Products Company and tonies® Inventor, Boxine, Selects PTC FlexPLM®


The owner of the beloved tonies® brand of children’s audio experiences and hardware will scale its design, development, and supply chain collaboration processes with the support of retail’s most widely used PLM platform.

PTC is delighted to announce that Boxine GmbH, creators of the award-winning Toniebox audio system for children, will implement PTC FlexPLM to support rapid international growth, product expansion, and a migration away from disconnected legacy systems.

Headquartered in Düsseldorf, Germany, Boxine was founded by two fathers, with the principle of creating a new audio system for children. From this collaboration, the Toniebox was born: an approachable, wireless, portable audio player with internal storage for up to 400 hours of audio, and the ability to import audio stories, music, and other content from NFC-enabled Tonie audio characters. Since its initial launch in Germany, Austria and Switzerland in 2016, the Toniebox and Tonies have become the drivers of an audio experience ecosystem for children, and Boxine has forged partnerships with publishers of internationally recognized children’s books like The Gruffalo, as well as licensed stories and characters from The Walt Disney Company.

The initial success of the concept led to rapid expansion that quickly exceeded the ability of Boxine’s ad-hoc technology ecosystem to support the company’s ambitions. After extending to English-speaking audiences in the UK and Ireland in 2018, Boxine marked the milestones of more than 1 million Tonieboxes and 10 million Tonies sold in 2019, and in 2020 Boxine began an expansion into North America.

In all these territories, Boxine sells through a network of retail partners, as well as through its own direct-to-consumer website. The sharp increase in demand for its products across these channels, coupled with an increase in the SKU count, and the expansion of its manufacturer base, quickly became a challenge, and Boxine began to evaluate the global Retail PLM market around the time of its U.S. expansion.

“We were working from disparate, disconnected spreadsheets, with no access to a single source of truth, and every day our technology platforms were working against our vision for growth,” said Axel Blattner, Boxine’s Global Head of Product Development. “We needed to quickly identify the right Retail PLM platform: one that could cope with the increase in volume and new products and product categories we wanted to introduce, and one that made it as smooth as possible to onboard new suppliers. With its easy to use and highly visual user interface, depth of functionality, comprehensive critical path, intuitive vendor portal, and extended AI capabilities, FlexPLM V12 very rapidly emerged as the best possible choice.”

As part of its implementation of FlexPLM, Boxine will deploy the platform to both in-house users and supplier partners, which is another area where PTC outmatches even its closest competition in retail PLM, as Bill Brewster, Senior Vice President and General Manager of PTC’s Retail Business Unit explains:

“As well as being retail’s most widely used and secure Retail PLM platform among designers, technical developers and sourcing teams, FlexPLM also has a larger presence in the international supply chain than any other retail PLM vendor. We are thrilled that a company with products as much loved as Boxine has selected FlexPLM to futureproof its supply chain through smart connectivity and visibility, which will be a great addition to the speed to market and efficiency improvements that they and other PTC customers in consumer products and consumer electronics are already realizing.”

About PTC Retail:

PTC leads the PLM industry for retail, footwear and apparel. Since introducing the world’s first fully-web-based PLM solution, we have become a trusted PLM partner to over 150 iconic apparel, footwear, fashion, and retail customers and more than 1,200 brands that use our FlexPLM platform to create amazing products. Today, in excess of 226,000 people use PTC FlexPLM on a daily basis – with more than 57,000 of them in the global supply chain. We support them with a worldwide team of dedicated retail specialists, on the ground in every major fashion hub. For further information, email retail@ptc.com or visit:





About Boxine

We are Boxine GmbH from Düsseldorf, Germany – the inventors of the Toniebox and Tonies – an award-winning concept changing the way children listen to stories and music. Pick an audio character, called a Tonie, put it on the Toniebox and your audio adventure begins. It is the most playful and intuitive way for children to listen to audio content. With the collection of Creative-Tonies, users can even upload music and audiobook files they already own. For further information visit us at www.tonies.de or www.tonies.com.

Lydia Mageean Lydia Mageean has been part of the WhichPLM team for eight years now. She has a creative and media background, and is responsible for maintaining and updating our website content, liaising with advertisers, working on special projects like our PLM Project Pack, or our Annual Publications, and more.Joining mid-2013 as our Online Editor, she has since become WhichPLM’s Editor. In addition to taking on writing and interviewing responsibilities, Lydia has also become the primary point of contact for news, events, features and other aspects of our ever-growing online content library and tools.